话语供给与价值回归：构建“绿色公共话语空间”的进路——绿色公号10 万+ 的内容分析

Discourse Supply and Value Regression of Green Public DiscourseSpace

中文关键词: 绿色话语 绿色公共话语空间 绿色公号 10 万+

英文关键词: green discourse  green public discourse space  Green WeChat Official Account  100 000+

中文摘要:

      绿色公号是环境传播在社交媒体的重要代表。10 万+ 高阅读量文章的文本表征、话语建构及传播 方式可以具体解析环境传播实用和建构效用。通过框架和话语研究发现：高阅读量绿色文本的特性是相关性、 接近性和可用性，聚合便利、信息实用、观点鲜明和图文情感是绿色公号高效传播方式；社交媒体中环境传 播主体不平衡，批判话语凸显，构建“绿色公共话语空间”比“绿色公共领域”更切合实际；科学解读话语、 建设性观点和绿色理念文化欠缺，需从信息传播到交往互动再到价值传播提升。推进系统的现代性绿色话语 体系建设，保障绿色话语供给与价值回归，是“绿色公共话语空间”发挥环境传播建构作用的重要途径。

英文摘要:

      Green WeChat Official Account is an important representative of social media on environmental communication. The text representation，discourse construction and communication mode of 100 000+ articles can concretely show the utility and construction of environmental communication. Framework and discourse studies demonstrate that the characteristics of green text are relevance， proximity and usability. Convenient aggregation，practical information，clear views and emotion are the important efficient ways of Green WeChat Official Account. It is more realistic to build“green public discourse space”than“green public sphere”in a social media. There is still a lack of scientific discourse，constructive ideas and green culture，which needs to be improved from information dissemination to value dissemination. It is an important way to establish a systematic modern green discourse system and guarantee the supply of value for“green public discourse space”